Google Adsense - Content or Search?
When
advertising with pay per click Google gives the advertiser two broad options.
Advertising in search results, advertising in websites content or indeed many
choose to do both. Advertising in search means that results are displayed in
Google under searches, and in its distributors search results. Google content
advertising applies to those websites who choose to incorporate “Adsense” into
their websites. As adsense rapidly expands, it is now viewable on millions of
web pages throughout the web. However, many advertisers are shunning this in
favor of merely advertising in search results.
There are
several reasons for this, and the first is trust. This has been a result of
smaller websites, through to adsense empires choosing to embark on Click Fraud.
Although this issue occurs in search it is far less dominant. Those who commit
Click Fraud on search are those trying to weaken a competitor’s ROI. With
Adsense the same applies, along with the website owner trying to increase his
revenues using similar tactics.
Another
reason why website owners are choosing to market out with content is the
motivation of the buyer when he is on a website. Someone who is on a different
website, other than the advertisers might be there for entirely different
reasons. For example a website discussing the disadvantages of Adsense, would
actually return adverts for those selling “Adsense Websites” for example.
People may click on it, but they are unlikely to buy after reading a negative review.
The other reason could be that the person on the adsense website was actually
looking for what is the best color palette to use. The person therefore would
not find the advert relevant, but might click on the advert in a care free
manner.
Adsense websites
are also often rejected by the advertiser because they feel it involves more
administration. Checking through websites to see how relevant they are, and
editing their bids to ensure they still appear on a page. With some words
having a network of over 500 websites, it is surely a tedious and expensive
task. Although this is the case, many also find that their Adwords account
returns websites, that don’t even appear to be trying to support their
keywords. The example which is ripe, are those advertising under legal phrases
who appear on adsense websites “terms and conditions” and “privacy policy”
pages.
Although
many are rejecting content advertising, there are still those who feel it
provides a similar ROI to search. A reason for this can be found through in the
fact that more and more advertisers are only choosing search. As this occurs
the advertiser has less competition so the price of the word reduces.
Advertisers are also finding a good ROI from publisher’s websites who decide to
actively promote the advertiser’s services within their content. An example of
this can be realized from when someone is discussing printing services, and
actually directly recommends the advertiser’s services. This is a positive move
for both the publisher and the advertiser, and a good way for publishers to
move forward. Despite this, publishers still have to remember, to not be too
obvious in doing this, or savvy buyers will definitely calculate the
publisher’s intention.
Another
reason why advertisers are opting for content is to increase their scale;
however this can also be done across other search engines. The fact however
still exists that those who choose content advertising should choose the Google
Adsense network. It is regulated far and above yahoo’s and others equivalents
whilst its superior network of publishers means the advertisers will benefit
from being able to spread their message through a diverse range of websites.
Despite
Adsense being the best PPC content distributor, it certainly doesn’t compare to
search for the advertiser. On search the leads are more qualified, more
regulated, and less fraudulent. This has seen advertisers consistently choose
search over content. Despite this advertiser’s should always test adsense and
see if it can provide the ROI they are looking for. Some advertisers say that
content provides a better return for their business than search. This varies,
however in general search remains King for PPC advertisers.
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